26 Oct Sonic Branding – Applying Psycho-Sensory Techniques
How Many Brands Can You Name on Sound Alone?
In today’s world, we see branding all around us. Are you as aware of the sounds of branding as you are of the visuals of branding? You’re probably more aware of them, subtly or subconsciously, than you realize.
According to Wikipedia: “Sound branding (also known as audio branding, music branding, sonic branding, acoustic branding) is the strategic use of sound … in positively differentiating a product or service, enhancing recall, creating preference, building trust, and even increasing sales. And it gives a brand an additional way to break through audiences’ shortened attention spans.”
In simple terms, sonic branding is the use of sound to communicate a brand’s identity by leveraging the memory sense of hearing.
Hearing is one of our most powerful senses, and combined with a brand visual, the likelihood of memorizing the brand increases. A sonic brand is not limited by geography, language or culture. Music and sounds are timeless and transcend branding barriers such as language and color.
With the growing presence of personal devices outfitted with audio capabilities, audio is often an overlooked tool to leverage for psycho-sensory brand-building.
Psycho-sensory brand-building is the application of strategies, tactics and tools from psychology, neuroscience and sensory science to build stronger brands by identifying and expressing the optimal set of brand perceptions through verbal messages, sensory cues and brand behaviors.
Brands live in our thoughts and perceptions and tap into our emotions. Companies utilize sonic branding to gain an advantage over their competitors on an otherwise level playing field.
When done correctly, a sonic brand can help a brand build its image, increase awareness and make it more memorable.
If you recognized most or all of these examples, then you have experienced the power of brand recognition through sonic branding.